It goes to charity...
I'm not well versed in tax law, but I'm pretty sure that if you receive something in return for a charitable donation then you cannot deduct the value of what it is you received. Arguably, the fair market value of meeting with Tim Cook for one hour is whatever the winner bid on the auction, netting a $0 deduction.
Per the photo at the top of the page, the estimated value is $100K. I believe everything over that would normally be tax deductible.